Growth through Online Innovation: What role for European online branding?

With the EU strategy on the Digital Single Market imminent, the EU executive will look to spur the European economy through the internet sector.

The .eu top-level domain ranks among the largest worldwide domains. Many European organisations, SMEs and individuals have chosen it to highlight their European profile. But is the .eu domain a valuable online branding tool?

How easy is it to register and operate domains on the European web and what efforts are under way to provide a more business friendly infrastructure for buying and selling goods and services on-line across the 28-state bloc?

Why is it important for SMEs to have a European online presence?

What role does consumer confidence play in stimulating growth and innovation? Do consumers place more trust in acknowledged online domain extensions?

How can the European online branding help business grow and innovate?

EURACTIV Institute held a round table debate to explore answers to these questions.